Econet Zimbabwe has come under intense scrutiny on social media after promoting its upcoming Buddie Beatz concert featuring South African music duo Mafikizolo, with many Zimbabweans questioning the timing of the campaign amid concerns over fellow citizens affected by developments in South Africa.
The backlash erupted after the telecommunications company advertised the concert, scheduled for 5 July in Victoria Falls, as part of its Buddie Beatz campaign. While the event is intended to provide entertainment for music lovers, the promotional posts quickly attracted hundreds of comments that shifted the conversation away from music and toward corporate social responsibility.
Many social media users argued that one of Zimbabwe’s largest companies should prioritise assisting citizens facing challenges before sponsoring a major entertainment event. Several commenters suggested that resources could instead be directed toward humanitarian support, particularly for Zimbabweans affected by recent developments in South Africa. Others called on the company to provide practical assistance, including transport for those in need, rather than investing in a high-profile concert.
The criticism has spread across multiple social media platforms, with some users even urging others to boycott Econet’s products and services. Others, however, stopped short of calling for a boycott and instead appealed to the company to reconsider its priorities and demonstrate solidarity with communities facing hardship.
The controversy has also reignited a broader debate about the role of corporate organisations during periods of national or regional difficulty. Some social media users argued that companies benefiting from loyal customers have a responsibility to support those communities during challenging times. Others countered that corporate sponsorship budgets and community investment programmes are often funded separately, meaning money allocated for entertainment sponsorships may not necessarily be available for humanitarian initiatives.
At the time of publication, social media posts promoting the concert had been pulled down. However, Econet had not publicly responded to the social media criticism or issued a statement addressing the concerns raised online.
